Browsing by Author "Gabrah, A.Y.B."
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Item Determining mobile money service customer satisfaction and continuance usage through service quality(Springer, 2022) Twum, K.K.; Kosiba, J.P.B.; Hinson, R.E.; Gabrah, A.Y.B.; Assabil, E.N.Mobile money service is a major retail financial service provided by telecommunication firms and formal banking institutions in many countries in Sub-Saharan Africa. The increased patronage of mobile money services demands that telecommunication firms enhance the quality-of-service delivery they offer in order to stay competitive. The purpose of this paper is to investigate the service quality factors that influence customer satisfaction and continuance usage of mobile money services. Data were collected from 494 users of mobile money services. Using structural equation modeling, this study tested hypotheses on the effect of service quality variables on customer satisfaction and continuance usage of mobile money services. The findings indicate that the availability of services, facilities, and security influence customer satisfaction, whereas the expertise of the service provider, the operator’s network system, and responsiveness influence continued use of mobile money services. The findings of this study will assist mobile money service providers and policymakers in planning services that will increase customer satisfaction and retention. The study contributes to identifying service quality constructs that influence customer satisfaction and continuance usage in the mobile money context.Item Franchising in African markets: Motivations and challenges from a Sub‐Saharan African country perspective(Thunderbird International Business Review, 2019-04) Kastner, A.N.A.; Mahmoud, M.A.; Buame, S.C.K.; Gabrah, A.Y.B.The purpose of this article is to explore and understand the motivations and challenges of franchising in an African economy. While interest in franchising is increasing in African markets, there is a paucity of research on franchising from the perspective of local African firms participating in these international relationships. The motivations and challenges of franchising from the perspective of African businesses have not been largely investigated so far. Using in‐depth interviews, we allow motivations and challenges at play to emerge. Convenient and snowball sampling techniques were used for choosing the unit of analysis, which resulted in four respondent firms. A thematic approach was adopted for analyzing the data from the field. Support services, brand name, and franchisor's experience are identified to be the motivations for franchising. Financial assistance from the franchisor, demand, and competition also play a key role in an African firm's decision to franchise. Legal constraints and infrastructure constraints were the key challenges faced by franchisees in Ghana. The findings of this study may hold for franchisees in other African markets. However, contextual differences may be considered in the application of these findings.